4 Effective Brand Repositioning Strategy for Startups

When a company is having trouble, it can be tempting to do the same thing repeatedly to achieve a different result. But this strategy often isn’t effective.

Instead, consider repositioning your brand to help you reach your goals. Today, companies are using brand repositioning to create new products or services—and even new markets—by taking an existing product and changing its position in the market.

Repositioning can be used for many reasons: to increase sales; improve profitability; fix problems with existing products; help solve issues preventing new customers from buying; and more. If you have been struggling with low sales, it may be time for a change in strategy. 

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What is Brand Repositioning?

Brand repositioning is a strategy used by companies to change brand perception. It involves rethinking how consumers perceive and interact with a brand. Increasing the value of a product or service is the goal.

Repositioning aims to change consumers’ perceptions of your brand, product, or service. A rethinking of your marketing and sales communications is one of these alternatives. It could be anything from changing its pricing structure to changing how customers or competitors perceive it.

Making a name for yourself starts with presenting the best version of yourself. Utilizing the services of a startup marketing agency is one of the most efficient ways to achieve this goal. A marketing firm can reposition your startup’s brand successfully.

Taking a brand back to its roots is something marketing firms understand. They can think of more creative ways to help you achieve your goals since they have more resources.

How Important Is Brand Repositioning

Maintaining your brand’s relevance is crucial if you’re having trouble staying relevant. Breaking into new markets can be achieved by repositioning products and services.

When a brand has lost ground and is trying to regain it, strategic repositioning can help. Brands can revitalize themselves by appealing to consumers’ nostalgia.

Strategic repositioning plays a crucial role in shaping the branding for startups, influencing brand perceptions, customer engagement, and overall strategies. By reevaluating and evolving their approaches, startups can effectively position themselves for success in both the short-term and long-term.

How to Reposition the Brand Successfully

Failing to implement repositioning strategies can result in continued poor performance for brand strategies. It is vital to communicate your company’s and products’ backstories to target audiences, enabling them to understand the value you offer, the benefits it brings to them, and why it holds significance.

Repositioning your brand can be challenging, but it can also be crucial. The following are four effective methods for rebranding:

1. Image Repositioning

Image repositioning is a strategy that startups can use to help them reach their goals. It involves taking the core concept or idea behind a company and reimagining it so that the company can appeal to a wider market than initially intended. Image repositioning is often used when companies want to expand into new markets or gain more customers from existing ones.

2. Product Repositioning

Product repositioning is a strategy that can help startups to reach their target markets.

Startups have limited resources and limited time to reach their target customers. Product repositioning helps startups identify the existing market’s needs and make changes in the product or service to meet those needs. This strategy helps startups gain traction in the market quickly and effectively without spending time identifying new target customers.

3. Intangible Repositioning

To implement this plan, the company will focus on selling the same product to a new audience. Marketers will employ this tactic when they see their product resonates with consumers outside the target demographic.

This type of repositioning can be particularly effective for startups since they often have the opportunity to start with a blank slate when they first launch.

They don’t have any existing customers or customers’ perceptions to consider when making changes to their branding, so they can focus on creating an identity that best represents who they are as a company, their target audience, and what they offer unique value propositions.

4. Tangible Repositioning

The tangible repositioning strategy has a high-risk increase because it is the most extreme form of repositioning. You must engage in tangible repositioning when your product or target market shifts. If the people you designed your goods or services for have lost interest, you may need to shift who you’re marketing to or what you’re selling.


Brand repositioning is the key to changing consumers’ perceptions of your product or service. Brand repositioning campaigns aim to shift consumers’ perceptions of a brand.

The more loyal customers a brand has, the more sales, market share, and operational expenses it can generate. Getting noticed in your field before establishing your reputation is crucial for startups.

You can reposition your brand using the information in this article. You can work with a branding agency for startups that understands your needs if you want tangible results. Regardless of your direction, a brand repositioning strategy will help you succeed.


1. Why is it so challenging to reposition a brand?

The biggest challenge will be to alter your current customer’s opinion about the service or product you offer. One of the most critical things you can do to ensure your business’s success is to select a brand repositioning strategy that resonates with people in your target market.

2. How do I know if my brand is ready for repositioning?

Companies often reposition their products after experiencing a drop in sales and realizing they need to evolve in response to the market. This is crucial to keep their brand relevant and continue catering to their customers’ needs.

3. In what ways are brand repositioning and rebranding similar?

No. Unlike rebranding, which emphasizes external factors like the brand’s overall image, repositioning seeks to improve the company from the inside out. Changing a brand’s core values is unnecessary to reposition it. Brand repositioning primarily considers how consumers rate a product or service to its most formidable competitors.

4. What factors should be considered when repositioning?

To successfully reposition branding for startups, you must consider internal and external factors. The internal factors include the company’s history and products and its budget for marketing. The external factors include what customers already think of your company and its products and whether or not any competitors in the market are doing better than you are.

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